Sports Xtra, the children’s physical activity provider, has become the latest brand partner to support leading children’s entertainment property Danger Mouse for client FremantleMedia Kids and Family (FMK).
Locked in for spring 2017, the partnership will see 65,000 promotional flyers distributed across over Sports Xtra’s 500 venues, including weekly sports classes, breakfast, lunchtime and after school clubs, holiday camps and parties. Classes will be designed around a Danger Mouse ‘secret agent’ theme.
The partnership was arranged by entertainment marketing specialist agency Brand & Deliver.
Danger Mouse, the animated series following the adventures of a superhero mouse, accompanied by his always faithful but ever fearful companion Penfold, returned to CBBC last year and has proved a colossal hit with young audiences, becoming one of the best performing kids shows for children aged 6 – 12 years. A second series of adventures is currently I n production.
News of the Sports Xtra deal follows a successful month-long summer partnership with Abellio Greater Anglia, which saw Danger Mouse posters across multiple high traffic sites on the Abellio train network, including Stratford and London Liverpool Street, door drop promotions to 700,000 people and digital activation.
Tessa Moore, SVP Global Brand Management at FremantleMedia Kids & Family Entertainment, said: “Action is at the very heart of our aspirational secret agent Danger Mouse’s DNA. A fearless and athletic hero, he is the perfect match for Sports Xtra as they continue their work in promoting kids’ fitness. It’s a great brand fit.“
“Danger Mouse is regarded with great affection by parents and children alike”, said Rich Barnes, Head of Partnerships B&D. “The Sports Xtra partnership is both imaginative and memorable and will help grow a new generation of fans.”
Brand & Deliver is a full service creative marketing agency delivering experiential, digital, film, design, partnerships/promotions and marketing to a range of clients from blue chips to start ups, including LG, Universal, IMG (Fashion Week), Ferrari, Sony Pictures, Three and HS2.
